26 8 66 10 Marketing Research - CPT Initiating Brief
18 15 26 17 15. 03. 2000
11 15 15 16 Date
11 18 21 20 Client Group
24 18 33 20 BAT Korea
11 21 22 23 Client Contact
69 21 77 23 Subi. Jeong
25 21 42 25 Alberto Marcheggiano Kyu Yeon Hwang
53 21 66 23 Research Liaison
23 26 55 28 to be assigned by Brown & Williamson USA
11 26 16 28 Project
17 26 23 28 Number
11 29 31 31 Project Name/ Description:
31 30 46 31 Dunhill Lights, CPT
11 33 25 35 Market (s) / Zone (s)
11 36 19 38 South Korea
11 40 22 41 Referent Brand
23 40 24 41 (s)
10 43 34 47 Dunhill Lights Kent Super Lights Mild 7 This
11 49 25 51 Consumer Segment
25 49 27 51 (s)
11 52 32 54 Own Brand - Dunhill Smokers:
32 52 74 54 150 Males, 25 ~ 39 years old, ABC+ who live Seoul/ Pusan
11 55 41 57 Competitors Brands - Mild7 Lights Smokers
42 55 73 57 150 Males, 25 ~ 39 years old, ABC+ who live
73 56 75 57 in
11 60 29 62 Source of Business - This:
29 60 82 62 250 Males, (100 smokers 25 ~ 29 years old, 150 smokers, 30 ~ 39 years old)
11 62 61 63 ABC+ who are not rejectors of imported cigarette and live in Seoul/ Pusan
45 64 79 66 250 Males (100 smokers, 25 ~ 29 years old, 150
11 65 45 66 Source of Business - Local Premium KS Smokers
11 66 80 68 smokers, 30 ~ 39 years old ABC+ who are not rejectors of imported cigarette and live in Seoul/ Pusan
11 70 35 71 Background / Problem Definition
13 73 77 76 1999 showed that imported cigarettes are recovering from the 1997 / 1998 economic crisis and we forecasted continuos growth over the company's plan period.
13 76 80 79 BAT objective is to substantially increase its market share with growth coming primarily from its first priority brand: Dunhill Lights
13 79 81 82 To achieve growth we consider fundamental to have a superior product in terms of acceptability among potential source of business as well as for our current franchise
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